Marketing Communication Campaigns Research Articles

Personality profiles for qualified nurses: possible implications for recruitment and selection of trainee nurses

A major study has been continuing at the University of Manchester Institute of Science and Technology (UMIST) (England) in which the recruitment and selection of trainee nurses is considered in a marketing context, to show the relevance of the concepts of ‘markets’, ‘marketing communications’ and ‘consumer analysis’. These various marketing concepts are discussed at length by Lewis (1976, 1979) but some fundamental conclusions relate to the need for the organisations responsible for nurse recruitment to define carefully their potential markets, to engage in appropriate consumer analysis (research), and to develop effective marketing communications campaigns. Successful marketing will, hopefully, provide potential trainee nurses with accurate information about nursing, and attract applications from those who are both interested in and knowledgeable about the nursing profession and, furthermore, who will not only complete their nurse training programme and qualify but also regard nursing as a long term career and anticipate remaining within the profession. However, attrition rates among both trainee nurses and qualified nurses have been, and continue to be, high in the British National Health Service. A review of the documented evidence relating to attrition indicates that it is mostly voluntary and may, in part, be attributed to individual factors relating to ‘suitability’, i.e. abilities and personality characteristics. Thus, a major element of the research at UMIST has been concerned with personality assessment among groups of both trainee and qualified nurses, to try to establish personality based criteria of suitability for nursing which could be utilised, together with other results from the project, to try to increase the effectiveness of recruitment and selection of trainee nurses, and to reduce attrition from training and from the profession. The first stage of investigation, relating to personality testing, was to review all previous

Advertising from the perspective of festivals: the present and future of commercial communication in the categories of awards (2013-2014)

Since the very beginning of research on the structure of the advertising system, advertising awards and acknowledgements have been referred to as one of its essential elements. In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to show the latter aspect, this paper focuses on the organization of festivals and shows the major present and future advertising trends. In advertising, five major macro trends are addressed (Digitisation, New Alternatives, Innovation, Integration and Results) and following the results of our research, they are all covered in the festival awards. Specifically, according to the way the categories of advertising awards are presented, we have concluded that the digitisation of communications has come to an end; the "new ways" of communication in advertising are very present in all contests as the result of the current marketing communication campaigns in which new ways of communication are gradually gaining a more relevant role; innovation is essentially an advertising value; the context of integrated marketing communications is inherent to current advertising; and the effectiveness and results in festivals are significant.